The Role of Ambidexterity in Marketing Strategy Implementation: Resolving the Exploration-Exploitation Dilemma

Christiane Prange and B.B. Schlegelmilch
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Christiane Prange: EM - EMLyon Business School

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Abstract: Formulating consistent marketing strategies is a difficult task, but successfully implementing them is even more challenging. This is even more pertinent as marketing strategies quite often incorporate inherent conflicts between major breakthroughs and consolidation. Consequently, marketers need to balance exploratory and exploitative strategies. However, the literature lacks concrete insights for marketing managers as to how exploratory and exploitative strategies can be best combined. This paper addresses this issue by introducing a framework of multiple types of ambidexterity. Based on qualitative research, tools and procedures are identified to overcome marketing dilemmas and support strategy implementation by drawing on ambidextrous designs.

Date: 2009-01-01
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Published in Business research, 2009, 2(2), pp.26

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312460

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